This paper pays its attention on Chinese mobile Internet service( MIS). Chinese MIS is developing so rapidly that the research on the mechanism of the formation of MIS assessment makes significant sense and therefore ...
详细信息
This paper pays its attention on Chinese mobile Internet service( MIS). Chinese MIS is developing so rapidly that the research on the mechanism of the formation of MIS assessment makes significant sense and therefore the three layers construct of the artificial neural network( ANN) theory is applied to address the problem. The final research model contains MIS features including personalization,localization,reachability,connectivity,convenience and ubiquity as the input layer variables,perceived MIS quality and MIS satisfaction as the hidden layer variables and reuse intention as the output layer variable. MIS risk is identified as the mediating variable. Theoretically,the framework is robust and reveals the mechanism of how customers evaluate a certain mobile Internet service. Practically,the model based on ANN should shed some light on how to understand and improve customer perceived mobile Internet service for both MIS giants and new comers.
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